Kellogg's is a leading American food company established in 1906 that produces cereal and convenience foods. It has a global presence in over 180 countries with $12.57 billion in annual revenue. Kellogg's brand value was estimated at $11.04 billion in 2010. The document discusses Kellogg's competitors, financial performance, brand strength using various frameworks, communication strategies, and corporate social responsibility initiatives.

1. Brand ManagementStudents:Pedro Da Silva

2. Kellogg’sKellogg’s Brand● Origin: United States● Established: 1906● Founder: William K. Kellogg● WorldHeadquarters: Battle Creek, Michigan● Owner of thebrand: Kellogg Company● Chairman: James Janness● President & CEO: David Mackay● Turnover: U.S. $ 12.57 billion (2009)● Income: U.S. $ 1.21 billion (2009)● MarketCap: U.S. $ 18.9 billion (October/2010)● Brand value: U.S. $ 11,041 billion (2010)● Factories: 18● Global presence: 180 countries● Employees: 31,000● IndustryType: Food● Main products: cereals, cereal bars andbiscuitsCompetitorsChallengesFinancialChangesConsumerBrand StrengthPyramidCommunicationResponsabilityS.W.O.T.Tomas Bata University, Zlín

3. Kellogg’s Brand● Website: www.kelloggcompany.com● Icons: characters like Tony theTiger and Toucan Sam ● Slogans:  ”Bringing Our Best To You” “Thebest to youeachmorning.” “Thepopular choice for kidsbreakfast.” (Kellogg’s) “Tastethemagain, for thefirst time. ”(CornFlakes) “K-E-double-L-O-double-good, Kellogg's best to you...” (CornFlakes) “It'sgonnabe a greatday.” (CornFlakes) “Haveyouwokenup to Kellogg's cornflakes?” (CornFlakes) “Smaxeymakesbreakfastthehappiestmealoftheday.” (Sugar Smacks) “Toastedwheatwith a tasteofhoney.” (Sugar Smacks) “Becausethat'sthekindofMomyou are.” (Rice Krispies)Kellogg’sCompetitorsChallengesFinancialChangesConsumerBrand StrengthPyramidCommunicationResponsabilityS.W.O.T.Tomas Bata University, Zlín

4. Kellogg’sA Brief History of Kellogg’sCompetitorsChallengesFinancialChangesConsumerBrand StrengthPyramidCommunicationResponsabilityS.W.O.T.Tomas Bata University, Zlín

5. Kellogg’sMain Competitors (from the rank of 100)CompetitorsChallengesFinancialChangesConsumerThe main competitor is Netlé Company (founded in Switzerland and positioned the top 100 ranking at 54th);

6. Nestlé Company have a lot of products, like cereals and animal food;

7. Nestlé was founded in 1866 (Kellogg’s – 1906).Brand StrengthPyramidCommunicationResponsabilityS.W.O.T.Tomas Bata University, Zlín

8. Kellogg’sChallenges Kellogg’s BrandTo be efficient and effaces, like adoption of measures eco-friendly;

9. Rumors about Kellogg’s use genetically engineered corn (Try to “Kill” this rumor);

10. Brand of Philosophy is the best breakfast you can eat!

11. Trying to be more healthy (to substitute the salt, peanut, etc…);

12. The promotion are very low…It’s not attractive, in other words, Kellogg’s need to change the Communication.CompetitorsChallengesFinancialChangesConsumerBrand StrengthPyramidCommunicationResponsabilityS.W.O.T.Tomas Bata University, Zlín

13. Kellogg’sFinancial PerformanceInternational GrowthCompetitorsChallengesFinancialChangesConsumerBrand StrengthPyramidCommunicationResponsabilityS.W.O.T.Tomas Bata University, Zlín

14. Kellogg’sFinancial Performance (2)Financial Results (Summary)CompetitorsChallengesFinancialChangesConsumerBrand StrengthPyramidCommunicationResponsabilityS.W.O.T.Tomas Bata University, Zlín

15. Kellogg’sFinancial Performance (3)Gross ProfitCompetitorsChallengesFinancialChangesConsumerBrand StrengthPyramidCommunicationResponsabilityS.W.O.T.Tomas Bata University, Zlín

16. Kellogg’sBrand value and changes in brand valueIn the rank the brand Kellogg’s is positioned on the 35th place.

17. The value of the brand is in $ 11.041 billions.  Consumers who have grown up with Kellogg's breakfast cereals will have strong associations of childhood and home. So, this brand have a huge value from consumers that associate Kellogg’s to their breakfast .CompetitorsChallengesFinancialChangesConsumerBrand StrengthPyramidCommunicationResponsabilityS.W.O.T.Tomas Bata University, Zlín

18. Kellogg’sChanges in brand value:CompetitorsChallengesFinancialChangesConsumerBrand StrengthPyramidCommunicationResponsabilityS.W.O.T.Tomas Bata University, Zlín

19. Kellogg’sIf there are changes in the rank or brand value, what factors accounted for it?More people missed the breakfast;

20. The increased need for such a snack product;

21. The costs and risks for made a diversification;

22. The brand message was not strong enough;

23. Consumers were not impressed.CompetitorsChallengesFinancialChangesConsumerBrand StrengthPyramidCommunicationResponsabilityS.W.O.T.Tomas Bata University, Zlín

24. Kellogg’sWhat is the role of the brand in consumermarkets Is associated to the breakfast of the consumers. The role of the brand represents the way how to consumers look at the brand, because they recognize the kellogg’s products by the brand.  It shows that this products have quality and have the care of health and nutrition. Kellogg's has been able to clearly differentiate its product range from the competition.  Extensive market researches helped to reduce the risk, and communication with consumer.CompetitorsChallengesFinancialChangesConsumerBrand StrengthPyramidCommunicationResponsabilityS.W.O.T.Tomas Bata University, Zlín